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In such a competitive marketplace, even the most simple of oversights can have a damaging effect on future business. Last month, I outlined why the culture of safety must run through every aspect of day-to-day operations, and the same philosophy applies to customer service. Providing a high-level inflight experience is, of course, essential, but developing and maintaining an eminent reputation goes far beyond what happens in the air. At LEA, we pride ourselves on attention to detail and, from the moment an enquiry is received, we aim to be on the front foot to minimise the amount of thought and effort that has to be invested by the customer, or their personal assistant, in planning the flights. The first point of contact is absolutely crucial, which is why we invest in customer care training for our operations centre staff and pilots. We also keep a record of each passenger’s passport number, their personal preferences and whether, for example, they are a seasoned or nervous traveller, so whenever an enquiry comes from an existing customer, our operations staff can anticipate their needs. On the other hand, if a call comes from a potential new customer, the same member of staff must be well enough informed to answer any questions and offer advice if required. For instance, if the enquiry is for a flight between London and Moscow, they might advise that Sheremetyevo Airport, with its dedicated business aviation terminal, will be far more convenient than Domodedovo Airport, which is located a similar distance from the centre of Moscow, but doesn’t boast the same level of business aviation facilities. Given the fact that LEA received more than 44,000 enquiries in the last year alone, having the information to hand to respond competently to any question requires a great deal of preparation, dedication and training. One step ahead The key attribute that sets business aviation apart from every other form of transport is flexibility, so whatever the customer wants, they generally get. The pilots themselves have an important role to play in delivering this tailored travel experience and as a number of them move across from the commercial sector, the level of direct interaction that is required with the customer can initially be quite a shock. When we’re employing a new pilot at LEA, this is something that we give great consideration to and we always make sure we only employ those who not only fit the bill as a pilot, but are also presentable and personable individuals who can make a positive impact on our customers’ experience. Ensuring your customers’ minds are at ease is also vital for any operator, which is why throughout the journey itself, regular contact should be maintained with the client’s representative on the ground, usually the PA in the case of a business trip, to update them on the progress of the flight. We’re very aware that a number of passengers like to be able to carry on working during the flight, so we are introducing inflight broadband connectivity across the fleet, including the new Phenom 300, which we took delivery of in March. If a businessperson regards inflight email access as essential and you’re not equipped to offer it, that potential customer is likely to look elsewhere. The importance of meeting every single requirement can never be underestimated. Consistency is key In this industry, customers have such a wide variety of operators to choose from that it is important, wherever possible, to differentiate your offer from the competition. At LEA, for instance, we have a partnership with specialist executive aviation catering provider High Flying Food - which allows us to cater for all dietary requirements, including kosher and halal – and we also make an effort to source each customer’s favourite cuisine, even if that means collecting it from a specific restaurant. We offer as standard a selection of high-quality ‘Exhibition Wines’ from The Wine Society, but if a customer wants a particular chateau, we will make sure it’s onboard. We also offer an inflight spa, which includes beauty therapies and massages, so passengers can arrive at their destination feeling fresh and relaxed, or enjoy a treatment to de-stress after a long day at work. While these small innovations can play a part in convincing a potential customer to choose one operator over another, the real key to standing out from the crowd is consistency in customer service. As Warren Buffet famously said, it takes 20 years to build a reputation and five minutes to ruin it. If, however, you can continually surpass your customers’ expectations, the likelihood of them becoming or remaining a repeat customer is significantly boosted. Customers appreciate the operators that are willing to go the extra mile, so it’s always worth remembering that even the smallest things can make a significant difference.
If you would like to share your views or comment on this topic, please write to: editor@blueskynews.aero
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